Tourism at Risk: A Review of Risk and Perceived Risk in Tourism

Transcription

1 DOI /s z Tourism Asia-Pacific at Risk: A Review Journal of of Risk Innovation and Perceived in Hospitality Risk in and Tourism Tourism239 pp ISSN Review Paper Tourism at Risk: A Review of Risk and Perceived Risk in Tourism Yang, Elaine Chiao Ling Griffith University, Australia Vikneswaran Nair Taylor s University, Malaysia The Author(s) This article is published with open access by Taylor s Press. Abstract: Since the 9/11 attack in 2001, a number of major tragedies, including the SARS outbreak, the Bali bombings, and the Asian tsunami, have swept the tourism industry across the globe. The impact of these crises was unprecedented and thus, it raises the necessity to review the existing risk literature in tourism. This paper reviews the multi-dimensional concept of risk in tourism by analyzing 46 selected articles following the guidelines of content analysis. The findings are categorized into four broad meaning themes: (1) the concept of risk, safety and security; (2) the research trend of risk in tourism; (3) the definitions and antecedents of perceived risk; and (4) risk as a positive element. Based on the analysis, a framework is proposed for future research. The originality of this study lies in its attempt to conceptualize a comprehensive framework of risk perception in tourism as the existing literature tends to be empirically skewed, resulting in theoretical frameworks underused or applied in a fragmented way. Key words: Risk, perceived risk, safety, security, tourism Suggested citation: Yang, E.C.L. & Nair, V. (2014). Tourism at risk: A review of risk and perceived risk in tourism. Asia-Pacific Journal of Innovation in Hospitality and Tourism, 3(2), Correspondence: Yang, Elaine Chiao Ling, Griffith University, Australia. elaine.yang@griffithuni.edu.au

2 240 Elaine CL Yang & Vikneswaran Nair Introduction Greater disposable income and the burgeoning of budget airlines have transformed tourism from what was once the privilege of the rich into something affordable by the masses. As a result, tourism has become an important contributor to foreign exchange in many countries (Sönmez & Graefe, 1998b). With the increasing global mobility, considerable attention has been paid to the discussion of safety, security, and risk. Scholars generally contend that safety and security play vital roles in tourists decision-making and travel experiences (Batra, 2008; Kovari & Zimanyi, 2011; Kozak, Crotts, & Law, 2007; Shin, 2005; Sönmez & Graefe, 1998a; Teng, 2005). Indeed, the 9/11 terrorist attacks in 2001 have demonstrated the impact of security risk on tourism which has resulted in a big slump in tourist flows and even regional stagnation (Kovari & Zimanyi, 2011; Shin, 2005). Risks in tourism is a controversial research topic with many disputes and paradoxes. Although not directly focusing on risk, Cohen (1972) and Plog (1974) have inadvertently explored the risk attitude in tourism in their research on tourist typologies. Their work suggests the possibility of risk being a positive factor in tourism as some tourists are explorers or risk seekers. There has been an increasing number of tourism studies on risk and safety since 1970s (Maser & Weiermair, 1998; Milman, Jones, & Bach, 1999; Pizam, 1999; Sirakaya, Sheppard, & McLellan, 1997; Sönmez, Apostolopoulos, & Tarlow, 1999; Sönmez & Graefe, 1998a, 1998b; Tsaur, Tzeng, & Wang, 1997; Wilks & Atherton, 1994). The term risk was used extensively in tourism research after the 9/11 incident (Dickson & Dolnicar, 2004; Fuchs & Reichel, 2006; Korstanje, 2011; Law, 2006; Lepp & Gibson, 2003; Pizam et al., 2004; Quintal, Lee, & Soutar, 2010; Reisinger & Mavondo, 2005; Simpson & Siguaw, 2008; Williams & Baláž, 2013), followed by a couple of major tragedies including the SARS outbreak, the Bali bombings, and the Asian tsunami, which have shaken the tourism industry across the globe. The severity, frequency, and impact of these unprecedented tragedies have given rise to an increasing number of researches investigating the various aspects of risk in tourism. Quoting the classic work of Maslow (1943), safety is the basic need of human beings. Much of the existing literature has lent support to this notion as they found that tourists tend to avoid destinations with higher potential risk (Batra, 2008; Law, 2006; Sönmez et al., 1999). Shin (2005) aptly pointed out that peace is a prerequisite for the success of tourism. Nevertheless, tourism product is intangible, inseparable, heterogeneous, and perishable in nature which implies that the purchase of a holiday in itself is a risk (Mitchell & Greatorex, 1993; Williams & Baláž, 2013). This general disagreement on the role of risk in tourism merits further empirical and theoretical examination. This study, therefore, aims to analyze the trend of risk research in tourism and to develop a conceptual framework of risk by reviewing the existing literature on risk, safety, and security in tourism.

3 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 241 Methodology The existing tourism literature concerning risk was reviewed and analyzed in a systematic manner. The selection of the articles was based on a set of criteria. Firstly, the title of the paper must include the following terms: risk, safety, or security. Secondly, the context of the article must be scoped within the field of tourism. Thirdly, published journal articles were preferred over other sources to ensure the quality and reliability of the content. As a result, 44 journal articles, one book chapter, and one conference paper were selected (see Table 1). The selection was based on articles published in a mix of journals but mainly included those widely cited in the risk literature. A total of 11 out of 46 articles were published before 2001 the year when the 9/11 incident occurred. A preponderance of papers after 2001 was noted. It inadvertently supports Korstanje s (2011) view that the study of risk in tourism has attracted more attention after the 9/11 attack. Table 1. List of selected articles No. Author(s) Year Title Type of publication 1 Plog 1974 Why destination areas rise and fall in popularity 2 Roehl & Fesenmaier 1992 Risk perceptions and pleasure travel: An exploratory analysis 3 Wilks & Atherton 4 Sirakaya, Sheppard, & McLellan 5 Tsaur, Tzeng, & Wang 6 Maser & Weiermair 7 Sönmez & Graefe 8 Sönmez & Graefe 1994 Health and safety in Australian marine tourism: A social, medical and legal appraisal 1997 Assessment of the relationship between perceived safety at a vacation site and destination choice decisions: Extending the behavioral decision-making model 1997 Evaluating tourist risks from fuzzy perspectives 1998 Travel decision-making: From the vantage point of perceived risk and information preferences 1998a Determining future travel behavior from past travel experience and perceptions of risk and safety 1998b Influence of terrorism risk on foreign tourism decisions

4 242 Elaine CL Yang & Vikneswaran Nair Table 1. (con t) 9 Milman, Jones, & Bach 1999 The impact of security devices on tourists' perceived safety: The central Florida example 10 Pizam 1999 A comprehensive approach to classifying acts of crime and violence at tourism destinations 11 Sönmez, Apostolopoulos, & Tarlow 12 Bentley, Page, Meyer, Chalmers, & Laird 1999 Tourism in crisis: Managing the effects of terrorism 2001 How safe is adventure tourism in New Zealand? An exploratory analysis 13 Plog 2001 Why destination areas rise and fall in popularity - An update of a Cornell quarterly classis 14 Seddighi, Nuttall, & Theocharous 15 Barker, Page, & Meyer 2001 Does cultural background of tourists influence the destination choice? An empirical study with special reference to political instability 2003 Urban visitor perceptions of safety during a special event 16 George 2003 Tourist's perceptions of safety and security while visiting Cape Town 17 Lepp & Gibson 2003 Tourist roles, perceived risk and international tourism 18 Dickson & Dolnicar 19 Hall, Timothy, & Duval 20 Pizam, Jeong, Reichel, et al. 21 Reisinger & Mavondo 2004 No risk, no fun: The role of perceived risk in adventure tourism 2004 Security and tourism: Towards a new understanding? 2004 The relationship between risk-taking, sensation-seeking, and the tourist behavior of young adults: A crosscultural study 2005 Travel anxiety and intentions to travel internationally: Implications of travel risk perception 22 Shin 2005 Safety, security and peace tourism: The case of the DMZ area Conference paper

5 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 243 Table 1. (con t) 23 Teng 2005 Risks perceived by Mainland Chinese tourists towards Southeast Asia destinations: A fuzzy logic model 24 Cater 2006 Playing with risk? Participant perceptions of risk and management implications in adventure tourism 25 Fuchs & Reichel 2006 Tourist destination risk perception: The case of Israel 26 Law 2006 The perceived impact of risks on travel decisions 27 Pizam & Mansfeld 2006 Toward a theory of tourism security Book chapter 28 Kozak, Crotts, & Law 2007 The impact of the perception of risk on international travellers 29 Nardi & Wilks 2007 Tourist water safety: Surf life saving initiatives for the Japanese inbound market 30 Yüksel & Yüksel 2007 Shopping risk perceptions: Effects on tourists emotions, satisfaction and expressed loyalty intentions 31 Batra 2008 Foreign tourists' perception towards personal safety and potential crime while visiting Bangkok 32 Simpson & Siguaw 2008 Perceived travel risks: The traveller perspective and manageability 33 Gray & Wilson 2009 The relative risk perception of travel hazards 34 Qi, Gibson, & Zhang 2009 Perceptions of risk and travel intentions: The case of China and the Beijing Olympic Games 35 Korstanje 2009 Re-visiting risk perception theory in the context of travel 36 Aschauer 2010 Perceptions of tourists at risky destinations - A model of psychological influence factors 37 Chang 2010 Nationality's differences in youth tourists' travelling risk perceptions and satisfactions within Taiwan

6 244 Elaine CL Yang & Vikneswaran Nair Table 1. (con t) 38 George 2010 Visitor perceptions of crime-safety and attitudes towards risk: The case of Table Mountain National Park, Cape Town 39 Quintal, Lee, & Soutar 2010 Risk, uncertainty and the theory of planned behavior: A tourism example 40 Fuchs & Reichel 2011 An exploratory inquiry into destination risk perceptions and risk reduction strategies of first time vs. repeat visitors to a highly volatile destination 41 Kovari & Zimanyi 42 Wichasin & Doungphummes 43 Björk & Kauppinen- Räisänen 44 Pennington- Gray & Schroeder 45 Seabra, Dolnicar, Abrantes, & Kastenholz 46 Williams & Baláž 2011 Safety and security in the age of global tourism (The changing role and conception of safety and security in tourism) 2012 A comparative study of international tourists' safety needs and Thai tourist polices' perception towards international tourists' safety needs 2013 Destination countries' risk image as perceived by Finnish travellers 2013 International tourist's perceptions of safety & security: The role of social media 2013 Heterogeneity in risk and safety perceptions of international tourists 2013 Tourism, risk tolerance and competences: Travel organization and tourism hazards The selected articles were analyzed according to the guidelines of content analysis which is an instrumental tool to make sense of text, audio, and image by coding and quantifying the occurring themes (Krippendorff, 1980). To be specific, an inductive content analysis was utilized to organize the selected literature through the process of open coding, categorizing, and abstracting (Berg, 2004). The articles were first scrutinized for the definitional discussion on safety, security, and risk. Subsequently, the literature was categorized into different themes based on the research foci. The emerged findings suggest risk perception as an important research strand in the study

7 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 245 of tourism risk. Thus, a third round of content analysis was carried out to examine the common topics discussed in risk perception studies. The findings of the analysis are presented in four broad meaning themes, followed by a conceptual framework which summarizes the main theories and concepts discussed in the selected literature. Findings and Discussion Theme 1: Risk, Safety, and Security A number of risks have been highlighted in consumer behaviour literature, namely financial, functional, physical, social, psychological, time, satisfaction (Korstanje, 2009; Schiffman & Kanuk, 1991; Schiffman, Kanuk & Wisenblit, 2010), equipment (Tsaur et al., 1997), situational (Korstanje, 2009), and the risk of opportunity loss (Fuchs & Reichel, 2011). Review of some tourism literature shows that financial, psychological, satisfaction, and time risks are relevant to pleasure travel (Roehl & Fesenmaier, 1992; Sönmez & Graefe, 1998a) whereas for other scholars, functional, physical, financial, social, and psychological risks are tourism-related (Björk & Kauppinen-Räisänen, 2013; Quintal et al., 2010). All the aforementioned risks are borrowed from the consumer behaviour literature. It might be too early to conclude, but physical risk was not widely mentioned in tourism literature before the 9/11 incident (except Tsaur et al., 1997) at least not in the classic works of Roehl and Fesenmaier (1992) and Sönmez and Graefe (1998a) which are two of the most cited articles in the discussion of tourism safety and security. One of the foci of this study is to review the concept of risk in tourism. It is perhaps important to first clarify the idea of risk, safety, and security before proceeding with further analysis and discussion. A preliminary review of the literature suggests that the definitions of safety, security, and risk are overlapping and confusing. According to Sönmez and Graefe (1998a), tourists safety concern is a parallel concept to risk. Other studies (Maser & Weiermair, 1998; Reisinger & Mavondo, 2005) perceive safety and security as the subsets of risk. For example, Maser & Weiermair (1998) identified a range of travel-related risk which includes diseases, crime, natural disasters, hygiene, transportation, culture/language barriers, uncertainty of destination laws, and regulation. From the above list, crime can be identified as security-related risk whereas natural disasters and hygiene are associated with safety threat. Nardi and Wilks (2007) borrowed the definition of security from the renowned Servqual Model which suggested that security is the freedom from danger, risk, or doubt (Parasuraman, Zeithaml, & Berry, 1985, p. 47). This definition blurs the boundaries (if any) of safety, security, and risk. It infers that security is the opposite of risk and danger, which means no risk equals to secure. This raises one question: where does safety fit into this definition?

8 246 Elaine CL Yang & Vikneswaran Nair The review of literature generally shows that the concepts of safety and security are different, but some studies have used these two terms interchangeably (George, 2003; Wichasin & Doungphummes, 2012). According to Hall, Timothy, and Duval (2004), tourism security is traditionally attached to issues of national security and political stability. Hall et al. (2004) stated, for the tourism industry at least, security is now seen as more than just the safety of tourists (p. 3) and the term security resonates with deep seated longings to be safe (p. 12). The above statements imply that safety and security are two distinctive but interrelated concepts. With the collapse of the Cold War divisions, the notion of security has evolved from warfareand defence-focused to global- and people-centred (Johnston, 1992, as cited in Hall et al., 2004). The nature of tourism security has changed significantly. On top of crime, terrorism, and national security, Hall et al. (2004) proposed to include health, social, and environmental issues in the lexicon of tourism security and sustainable tourism. Hall et al. (2004) defined tourism security from a political standpoint. Using a tourism lens, Pizam and Mansfeld (2006) identified four types of security incidents that are malevolent to the industry: crime, terrorism, war, and civil/political turmoil. Safety, on the other hand, leans more towards health, accident, natural disaster, and other non-human induced incidents (Bentley, Page, Meyer, Chalmers, & Laird, 2001; Mansfeld & Pizam, 2006; Nardi & Wilks, 2007; Wilks & Atherton, 1994). Referring to this definition, SARS and the tsunami in Phuket can be considered as safety incidents whereas the 9/11 incident and the Bali bombings can be considered as security-related. Nevertheless, as an effect of globalization, human/tourist mobility across national and regional boundaries has reached an unprecedented level. As a consequence, the outbreak of diseases can be easily elevated from personal safety risk to global biosecurity risk (Hall et al., 2004). Theme 2: The Research Trend of Risk in Tourism Table 2 presents a grouping of 46 articles pertinent to tourism risk dated from 1974 to In general, the selected articles cover five topics: (1) conceptualization and dimensions; (2) antecedents of perceived risk; (3) consequences of perceived risk; (4) risk and crisis management; and (5) others. As illustrated in Table 2, more than half of the selected articles studied risk factors and the majority of these studies investigated risk in the form of perceived risk rather than actual risk. In view of its significance implied by the findings, perceived risk will be discussed independently in the following sections.

9 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 247 Table 2. Literature review of tourism risk Topics covered (1) Conceptualization and Dimensions Conceptualization of risk in tourism Identification or measurement of (perceived) risk (2) Antecedents of Perceived Risk (3) Consequences of Perceived Risk (4) Risk/Crisis Management (5) Others Information search and risk perception Host s perception on tourism risk Authors* 10, 18, 19, 24, 27, 35, 41 2, 5, 7, 10, 12, 15, 17, 18, 23, 25, 31, 32, 33, 34, 42, 43, 45 1, 2, 7, 8, 13, 14, 15, 16, 17, 18, 20, 21, 22, 28, 31, 34, 36, 37, 38, 39, 40, 45, 46 1, 2, 4, 7, 8, 10, 13, 16, 20, 21, 26, 28, 30, 31, 34, 37, 38, 39, 40, 46 3, 9, 10, 11, 24, 29, 32, 44 6, 22, 26, * 1. Plog (1974); 2. Roehl & Fesenmaier (1992); 3. Wilks & Atherton (1994); 4. Sirakaya et al. (1997); 5. Tsaur et al. (1997); 6. Maser & Weiermair (1998); 7. Sönmez & Graefe (1998a); 8. Sönmez & Graefe (1998b); 9. Milman et al. (1999); 10. Pizam (1999); 11. Sönmez et al. (1999); 12. Bentley et al. (2001); 13. Plog (2001); 14. Seddighi, Nuttall, & Theocharous (2001); 15. Barker, Page, & Meyer (2003); 16. George (2003); 17. Lepp & Gibson (2003); 18. Dickson & Dolnicar (2004); 19. Hall, Timothy, & Duval (2004); 20. Pizam, Jeong, Reichel et al. (2004); 21. Reisinger & Mavondo (2005); 22. Shin (2005); 23. Teng (2005); 24. Cater (2006); 25. Fuchs & Reichel (2006); 26. Law (2006); 27. Pizam & Mansfeld (2006); 28. Kozak et al. (2007); 29. Nardi & Wilks (2007); 30.Yüksel & Yüksel (2007); 31. Batra (2008); 32. Simpson & Siguaw (2008); 33. Gray & Wilson (2009); 34. Qi, Gibson, & Zhang (2009); 35. Korstanje (2009); 36. Aschauer (2010); 37. Chang (2010); 38. George (2010); 39. Quintal et al. (2010); 40. Fuchs & Reichel (2011); 41. Kovari & Zimanyi (2011); 42. Wichasin & Doungphummes (2012); 43. Björk & Kauppinen-Räisänen (2013); 44. Pennington-Gray & Schroeder (2013); 45. Seabra et al. (2013); 46. Williams & Baláž (2013). A large proportion of the selected literature studied the impacts of risk perception on travel intention and behaviour. Many of these studies were found to be overlapping with studies on risk factors. It implies that the determinants and impacts of risk perception are perhaps the most popular topics in this field. Identifying the typology and dimension of risk and risk perception is another commonly studied topic. Articles focusing on this topic adopted a wide range of perspectives and approaches. Tsaur et al. (1997) is one of the first tourism studies to evaluate risks empirically using the Analytic Hierarchy Process (AHP) method and Fuzzy Multiple Criteria Decision-Making (MCDM) method. Other studies focused on the scaling of travel risks using psychometric analysis (Roehl & Fesenmaier, 1992) and Smallest Space

10 248 Elaine CL Yang & Vikneswaran Nair Analysis (SSA) (Gray & Wilson, 2009). There are also studies which measured risk of a specific destination, for instance, Israel (Fuchs & Reichel, 2006) and Thailand (Wichasin & Doungphummes, 2012). Information search is another topic of increasing importance in the tourism risk literature. It can be attributed to the huge changes taking place in the means of communication in an era of social media dominance. For instance, Pennington-Gray and Schroeder (2013) studied the influence of Facebook and other social networks on tourist risk perception. The values of research on information encompass two aspects: (1) risk perception is built upon the available information that tourists are exposed to (Pennington-Gray & Schroeder, 2013; Shin, 2005); (2) information search is one of the risk-reducing activities (Reisinger & Mavondo, 2005; Roehl & Fesenmaier, 1992; Tsaur et al., 1997). Sources of information are not limited to external media, for instance, media, travel advisory, and word-of-mouth. Internal sources including memory-based sources and personal experience also contribute to the formation of risk perception (Roehl & Fesenmaier, 1992). Theme 3: The Definitions and Antecedents of Perceived Risk The Perceived Risk Past studies suggest that tourists are concerned about or experience risk that is related to themselves (Budescu & Wallsten, 1985; Reisinger & Mavondo, 2005) or those they are able to perceive (Quintal et al., 2010). Majority of the studies investigated perceived risk rather than actual risk, thus highlighting its importance. For instance, Roehl and Fesenmaier (1992) discovered three dimensions of perceived risk, including physical-equipment risk, vacation risk, and destination-specific risk. A more recent work done by Pennington-Gray and Schroeder (2013) on international tourist safety and security perceptions suggested seven types of perceived risk related to tourists, which include crime, disease, physical, equipment failure, weather, cultural barriers, and political crises. Table 3 presents five selected definitions of perceived risk from the literature. Table 3. Selected definitions of perceived risk Authors Definitions Dickson & Dolnicar (2004, p. 9) Reisinger & Mavondo (2005, p. 213) perceived risk is an individual s subjective assessment of the real risk while the real risk is the amount of risk that actually exists at that moment given the application of safety controls (Haddock, 1993). refers to the individual s perceptions of the uncertainty and negative consequences of buying a product (or service) (Dowling & Staelin 1994), performing a certain activity, or choosing a certain lifestyle.

11 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 249 Table 3. (con t) Teng (2005, p.99) Chang (2010, p. 21) Fuchs & Reichel (2011, p. 267) a consumer s perceptions of the uncertainty and adverse consequences of engaging in an activity. The perceived risk is an individual s subjective assessment of the real risk present at any time (Haddock, 1993) and is very different from absolute risk or real risk. Perceived risk is defined as A consumer s perception of the overall negativity of a course of action based upon an assessment of the possible negative outcomes and the likelihood that those outcomes will occur. (Mowen & Minor, 1998, p.176). Perceived risk is more researched than actual risk as it is almost impossible to identify the actual scale and range of risk (Bentley et al., 2001). Official statistics can only be used as a reference as not every victim reports to the police or is admitted to the hospital. On the contrary,it is important to explore tourists risk perception because how tourists perceive risk is likely to affect their current and future travel decisions (Yüksel & Yüksel, 2007). Borrowing the words from the renowned American sociologists William Isaac Thomas and Dorothy Swaine Thomas, if men define situations as real, they are real in their consequences (Thomas & Thomas, 1928 cited in Schusterschitz, Schütz, & Wiedemann, 2010, p. 374). The above statement lends support to the power of perception. Nonetheless, it does not mean that studies on tourists risk perception are free from dispute. As Dickson and Dolnicar (2004) pointed out, risk perception is highly subjective. From a socio-psychological point of view, the biggest challenge faced by risk research in tourism is the definition of risk perception itself (Korstanje, 2009; Quintal et al., 2010). Korstanje (2009) argued that studying risk perception prior to the actual holiday is merely an exploration of anxiety as there is a lack of direct stimuli. Anxiety is more accurate in this sense as the respondents perception is built upon their own fantasy and imagination towards future vacations. According to Korstanje (2009), fear and risk perception are formed with the presence of direct stimuli. Therefore, it will be significant to explore the in situ and ex post facto risk perception (Fuchs & Reichel, 2006). The Antecedents of Risk Perception Tourists risk perception is shaped by two factors internal and external factors. Internal factors are closely related to tourists themselves whereas external factors include the aforementioned information sources such as travel advisory and media as well as destination image (Heung, Qu, & Chu, 2001). The external sources provide tourists with the information of actual risks which they might encounter when

12 250 Elaine CL Yang & Vikneswaran Nair travelling to the destination. However, it is the internal factors that determine the interpretation and perception of these informed risks. The findings of this study revealed 15 internal factors that can influence tourists risk perception. These were categorized into four dimensions, namely sociocultural, socio-demographic, psychographic, and biological. As presented in Table 4, nationality and past experience were found to be the most significant factors shaping tourists risk perception. A substantial number of past studies adopted Hofstede s (2001) five cultural dimensions to examine the causal linkages between risk attitudes and social norms in different countries (George, 2010; Korstanje, 2009; Kozak et al., 2007; Quintal et al., 2010; Reisinger & Mavondo, 2005; Seabra, Dolnicar, Abrantes, & Kastenholz, 2013). Socio-demographic factor is another popular dimension in examining the underlying factors of tourists risk perception (Aschauer, 2010; Chang, 2010; Sönmez & Graefe, 1998b; Williams & Baláž, 2013). Table 4. The internal factors of risk perception Nationality Cultural Orientation Education Income Age Gender Tourist Role Past Experience Lifestyle Motivation Novelty Preference Attitude Value Personality DNA Authors Sociocultural Socio-Demographic Psychographic Biological 1 Plog (1974) 2 Roehl & Fesenmaier (1992) 7 Sönmez & Graefe (1998a) 8 Sönmez & Graefe (1998b) 13 Plog (2001) 14 Seddighi et al. (2001) 15 Barker et al. (2003)

13 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 251 Nationality Cultural Orientation Education Income Age Gender Tourist Role Past Experience Lifestyle Motivation Novelty Preference Attitude Value Personality DNA Authors Sociocultural Socio-Demographic Psychographic Biological 16 George (2003) 17 Lepp & Gibson (2003) 18 Dickson & Dolnicar (2004) 20 Pizam et al. (2004) 21 Reisinger & Mavondo (2005) 22 Shin (2005) 28 Kozak et al. (2007) 31 Batra (2008) 34 Qi et al. (2009) 36 Aschauer (2010) 37 Chang (2010) 38 George (2010) 39 Quintal et al. (2010) 40 Fuchs & Reichel (2011) 45 Seabra et al. (2013) 46 Williams & Baláž (2013) Total (N = 23)

14 252 Elaine CL Yang & Vikneswaran Nair It is reasonable to postulate that even from the same nation or age group, tourists are heterogeneous in terms of their risk perception (Seabra et al., 2013). Some people prefer packaged tours, whereas others prefer offbeat travel experience. Thus, it is essential to examine risk perception at the micro level, which is at the individual level. Back in the 1970s, Cohen s (1972) classic work, Toward a Sociology of International Tourism, proposed a multidisciplinary model that links sociology to the realm of psychology where it categorizes tourists into four distinctive roles based on the individual s preference of novelty or familiarity: organized mass tourist, independent mass tourist, drifter, and explorer (Aschauer, 2010; Lepp & Gibson, 2003; Reisinger & Mavondo, 2005; Seabra et al., 2013; Williams & Baláž, 2013). Lepp and Gibson (2003) were the first to systematically investigate the influence of tourist role and their preference for novelty or familiarity on risk perception. The need for novelty was found to be related to the individual lifestyle (Bello & Etzel, 1985) as well as personality (Plog, 1974). One of the most cited works associated with tourists risk perception would be the classical work of Plog (Korstanje, 2009; Kozak et al., 2007; Lepp & Gibson, 2003; Pizam et al., 2004; Reisinger & Mavondo, 2005; Sönmez & Graefe, 1998b). Plog (1974; 2001) categorized tourists based on their personality and motivation into three scales. One is psychocentric tourists, for instance, mass tourists who seek familiar, safe, and secure destinations. The opposite of psychocentric tourists are allocentric tourists who strive for novelty and exotic experiences, at times, risky experiences. Mid-centric tourists who account for the largest segment of tourists are those who fall in between the aforementioned two extremes. Plog s work, however, was not without any dispute. Critics pointed out that the proposed tourist personality types lacked rigor (Korstanje, 2009) and were addressed in an oblique manner (Williams & Baláž, 2013). Taking up a psychological perspective, Korstanje (2009) urged risk perception researchers to adopt the Attachment Theory which investigates travellers childhood memories in order to fully understand why some individuals are more adventurous or have higher endurance than others when it comes to risk. Apart from the psychographic perspective, Dickson and Dolnicar (2004) also brought to light the biological explanation of tourists risk perception. They examined the existing literature on adventure tourism and found that a noveltyseeking personality can be attributed to the DNA sequence. Past studies also indicate that approximately 40% of the novelty-seeking attribute is inherent (Hamer & Copeland, 1998, as cited in Dickson & Dolnicar, 2004). Theme 4: Risk as a Positive Element The Notion of no Risk no Fun Risk is not necessarily something to be avoided (Korstanje, 2009). Reisinger and Mavondo (2005) pointed out that safety, security, and particularly, stress-free

15 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 253 travel are pivotal factors that influence future travel intentions. Nevertheless, the researchers also admitted that there is an increasing demand for perceived risk. Past studies indicate that tourists are likely to have certain needs for each vacation. For some individuals, an optimal level of perceived risk is essential as it forms the exciting part of travel (Cater, 2006; Dickson & Dolnicar, 2004; Quintal et al., 2010). In Dickson and Dolnicar s (2004) review of the role of perceived risk in adventure tourism, the researchers suggested two possible benefits that tourists may gain when they participate in risky activities: (1) scary and thrilling but exciting experiences; (2) insights and personal growth. This argument is supported by Cater (2006) who found that the most successful adventure tourism operators are those who manage to reduce actual risk and increase the level of fear and thrill which are the subjective emotional responses to perceived risk. These existing studies which propose risk as a positive element in tourism has set the stage for future research to identify the risk seekers, and to explore why and how they are attracted to risk as well as the reasons of why risk-averse travelers sometimes make risky choices. Conceptual Framework of Risk in Tourism Risk perception is a multidimensional and multidisciplinary concept in nature (Fuchs & Reichel, 2006). As discussed, the underlying factors of risk perception range from macro determinants to micro attributes. Based on the findings and discussion above, a conceptual framework of risk in tourism is proposed in Figure 1.

16 254 Elaine CL Yang & Vikneswaran Nair Figure 1. Conceptual framework of risk in tourism As presented in Figure 1, the first layer of the framework lists the actual risks of travel which were adopted from Quintal et al. (2010) and Björk and Kauppinen- Räisänen (2013). The second layer of the framework proposes three widely cited theories based on selected literature: Hofstede s (2001) cultural dimensions, Cohen s (1972) tourist role, and Plog s (1974) tourist personality. The above theories provide instrumental lens to analyze and interpret the underlying factors of tourists risk perception from the broader cultural orientation (Hofstede, 2001), moving towards the socio-psychology of the tourist role (Cohen, 1972), and towards the psychographic examination of the individual s personality (Plog, 1974; 2001). The outcome of the analysis is expected to contribute a comprehensive understanding of tourists risk perception. The impact of risk perception on travel intention and travel behaviour is investigated in the third layer of the framework. The renowned Theory of Planned Behaviour (Ajzen, 1991; Quintal et al., 2010) is proposed to examine the relationships between risk perception, attitude, subjective norms, perceived behavioural control, and ultimately, travel intention and travel behaviour.

17 Tourism at Risk: A Review of Risk and Perceived Risk in Tourism 255 Conclusion This paper reviews the existing literature on risk and perceived risk in tourism. The originality of this study lies in its attempt to conceptualize a comprehensive framework of risk perception in tourism, as existing literature tends to be empirically skewed resulting in the dearth of theoretical understanding. The current study contributes to the understanding of risk in tourism by reviewing the core concepts and research trends of risk in tourism. A taxonomy of the underlying factors of risk perception is presented. Based on the findings, a conceptual framework is proposed for further investigation. Drawing on the existing literature, three renowned theories are integrated in the framework to provide a comprehensive understanding of risk perception. The impact of risk perception on travel intention and travel behaviour is suggested to be examined using the theory of planned behaviour. The limitation of this study lies in the inherent nature of a review whereby all arguments are built upon secondary data. In addition, due to content and word limitations, only 46 articles were selected for this review. As a result, the findings of this study are merely based on a thin slice of the whole risk literature in tourism. Future studies should consider covering more literature and using 9/11 as the watershed event to observe if there is any difference in terms of research direction before and after the devastating attack. Future studies can also be extended to examine the feasibility of the proposed framework in explaining the determinants of risk perception and predicting its effect on travel intention. Acknowledgement This current research was funded by the Ministry of Higher Education, Malaysia (MOHE) under the Long-Term Research Grant Scheme (LRGS), [Reference code: JPT.S (BPKI) 2000/09/01/015Jld.4(67)]. Open Access: This article is distributed under the terms of the Creative Commons Attribution License (CC-BY 4.0) which permits any use, distribution and reproduction in any medium, provided the original author(s) and the source are credited. References Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Process, 50(2), doi: / (91)90020-T Aschauer, W. (2010). Perceptions of tourists at risky destinations - A model of psychological influence factors. Tourism Review, 65(2), doi: / Barker, M., Page, S. J., & Meyer, D. (2003). Urban visitor perceptions of safety during a special event. Journal of Travel Research, 41(4), doi: /

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